‘All the integrity of a dating app’: AMA welcomes changes at alcohol advertising watchdog

Doctors hope new leadership at the national alcohol ad watchdog will bring a tougher stance on companies targeting children.

Former speaker Tony Smith makes his valedictory speech in the House of Representatives. Picture: AAP.

The Australian Medical Association has welcomed the appointment of former House of Representatives Speaker Tony Smith as the new independent chair of the alcohol advertising watchdog, urging the former MP to reform an agency that has had “all the integrity of a dating app.”

AMA president Steve Robson told The Australian: “It’s not so much a regulator, as it is a cheer squad”, following the appointment of Mr Smith.

“I think it’s a huge opportunity for new leadership to really try and make the organisation incredibly useful to the community.”

Another former Speaker, Harry Jenkins, served in the role of independent chair for five years, prior to Mr Smith’s appointment.

The change in leadership comes as the Alcohol Beverage Advertising Code scheme faces calls for a complete overhaul, with criticism from public health groups that the body is beholden to the industry it is intended to regulate, with little power to enforce compliance.

More recently ABAC faced criticism for its pre-approval of Asahi’s Hard Solo – an alcoholic version of a popular soft drink – which has rekindled debate around advertising alcohol based on an all-ages product.

In April, the Australian Medical Association urged that the regulatory body be taken over by an independent authority, calling it a “front for the industry.”

“In the parliament [Mr Smith] has been decisive and disciplined, and that’s what we need in the organisation. It’s been weak and had no teeth whatsoever,” Dr Robson said.

“We need strong leadership that sends a message to the community that the group actually wants to do something good to stop harmful alcohol advertising.”

ABAC’s management committee is made up of representatives from the Brewers Association of Australia, Spirits & Cocktails Australia, and Australian Grape and Wine, which collectively fund the body, alongside two committee members from the government and Advertising Council.

The release of the ABAC review of the code in April included stricter regulation on how alcohol alternatives could be advertised the portrayal of excessive drinking in advertisements, and the proportion of adult viewers needed for a television program before alcohol can be advertised alongside it.

Mr Jenkins insisted the scheme was “already one of the strictest codes of its kind for alcohol advertising in the world”.

However, in the past year, ABAC has allowed advertisements for Grey Goose Vodka and Smirnoff on streaming platforms for all ages shows like LEGO Masters and The Voice.

It also allowed retailers like Dan Murphys and BoozeBud to place billboards and murals for their products on the same streets as Byron Bay High School and Bondi Public School.

Dr Robson urged that if ABAC was to be effective it would need to be proactive in its regulation, instead of relying on complaints and would need to investigate more thoroughly.

“[ABAC] needs to build the confidence of the Australian community that it actually takes alcohol abuse seriously,” explained Dr Robson.

“We want [Mr Smith] to show he’s determined to protect the country, not profits.”

“We welcome his appointment and hope he brings the reform the regulator so desperately needs.”

Mr Smith was Liberal MP for 21 years, serving as Speaker of the House for the final six, until the end of the Morrison government.